aol

AOL Buys Rich Media Ad Firm Pictela, Extends Project Devil

  |  December 16, 2010   |  Comments

Acquisition aims to attract premium display advertising dollars across its properties.

AOL is acquiring rich media ad technology firm Pictela for an undisclosed sum, and also intends to roll out the super sized Project Devil ad units it revealed in September to all of its media properties by March 2011.

Pictela offers a range of rich media solutions, with a focus on high-definition video in expandable and large-scale ad units such as the OPA's pushdown and fixed panel formats, not unlike the Project Devil ads.

Pictela will remain a separate entity within AOL's advertising unit, and will retain its brand and staff in New York. It also claims it will continue to service outside partners, which have included major AOL rivals like Yahoo, Microsoft, and Glam Media. The company's strengths to date have been in the consumer packaged goods and retail space, serving clients including Macy's, Best Buy, Gillette, Target, and Kraft.

Commenting on the merger in a press release, Pictela CEO Greg Rogers said AOL will become "one of its biggest customers," but added that its commitment to innovation in the display ad space would benefit both parties.

Following trials of its own super sized ad Project Devil ad formats this year, AOL now intends to roll them out across all of its media properties by March 2011. The company says its internal data show the units have been "greatly outperforming standard online ads," and that by reducing page clutter the ads have encouraged higher user interaction rates.

Tags:

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...